This Lush Campaign to End Animal Cruelty Involves a Deceptive Website
Laura McQuarrie — November 8, 2014 — Marketing
References: makefurhistory & creativecriminals
This campaign to end animal cruelty by LUSH Cosmetics, the Association for the Protection of Fur-Bearing Animals and the Montreal SPCA involves a bit of trickery in order to get fur buyers to reconsider their ways.
In order to #MakeFurHistory, a fake website called 'Fur Discounts' was set up and advertised online and offline like a legitimate place where you could buy fur fashion. When people visited the site, they were not shown clothing and accessories, but rather images of some of the animals and the terrible conditions they live in before they are killed just for their fur. Now, with the #MakeFurHistory campaign, LUSH wants people to help by sharing this message, raising awareness and expose the horrors behind animal cruelty in the fur and fashion industry.
In order to #MakeFurHistory, a fake website called 'Fur Discounts' was set up and advertised online and offline like a legitimate place where you could buy fur fashion. When people visited the site, they were not shown clothing and accessories, but rather images of some of the animals and the terrible conditions they live in before they are killed just for their fur. Now, with the #MakeFurHistory campaign, LUSH wants people to help by sharing this message, raising awareness and expose the horrors behind animal cruelty in the fur and fashion industry.
Trend Themes
1. Animal Cruelty Awareness - Opportunity for companies to create innovative campaigns that raise awareness about animal cruelty in various industries.
2. Deceptive Marketing Tactics - Potential for companies to use deceptive websites or marketing tactics to educate consumers and encourage behavior change.
3. Social Media Activism - Growing trend of using social media platforms to spread awareness and advocate for social justice issues.
Industry Implications
1. Cosmetics - Opportunity for cosmetics companies to develop cruelty-free alternatives and promote ethical sourcing of ingredients.
2. Fashion - Opportunity for fashion brands to prioritize sustainable and cruelty-free practices in their supply chains.
3. Advertising - Opportunity for advertising agencies to leverage creative tactics, such as deceptive websites, for impactful social campaigns.
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